Beyond the Mission Statement

Beyond the Mission Statement

Why Cause-Based Communications Lead to True Success
Subject: General
199.00 INR

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Other Details

ISBN 9780230330535
Binding Paperback
Imprints Macmillan Publishers India
Edition 1
Language English

About the Book

Too often a marketing communications campaign begins with the words, “We need a new brochure, or logo, or website.” Jim Armstrong suggests that such campaign should really begin with unearthing, capturing, and communicating the “cause” of a business-the “why” it exists versus simply what it does.

Armstrong’s communications company, Good For Business, has perfected a 10-question process that helps businesses find their authentic, truthful voice which can then be translated into a strong marketing communications concept that is carried throughout their communications with customers, employees, shareholders, and all constituents.

Beyond the Mission Statement lays out the steps and provides many actual examples of the way various types of businesses and non-profit organizations have used this process to rejuvenate their marketing communications and make them more relevant, meaningful, and true. Four detailed case studies include examples of the advertisements, annual report covers, banners ads, and other marketing materials that were generated from the Mission-in-a-Message process that he advocates.
Table of Contents

  • Why Did You Get Up This Morning?
  • Why Does Your Business Do What It Does?
  • This Bank’s Interest Is Very Personal
  • A Developer Who Doesn’t Build Buildings
  • Drawing Out the Cause of a Non-Profit
  • Community Is the Fuel of this Utility
  • How to Why
  • Good for You
  • Appendix: Cause for Celebration
  • Index